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The Only Way Is Essex Breaks Audience Record

Popular reality show The Only Way Is Essex returned to ITV2 this week with a record peak audience of 1.9 million viewers.

Previous highest peak audience recorded by the show (known by its acronym TOWIE) was 1.6 million.

Angela Jain, director of digital channels and acquisitions at ITV2, says: ‘There’s been huge anticipation ahead of the third series of The Only Way Is Essex and for the show to return in such rude health tops an amazing year for everyone involved with TOWIE.’

The heads at Ann Summers will be pleased. The lingerie and sex toy specialist struck a deal to launch a TV campaign alongside the show’s third series earlier this year.

The search for the ‘sexiest face in the UK’ campaign will see competition winners appear in a two-minute ad during the final episode of TOWIE in November.

A spokeswoman for Ann Summers says she hopes the partnership will help to change the brand’s tainted reputation: ‘People know who we are, however I think they have got this preconceived idea about what we do. Some of the descriptive words used about us are quite negative.’

Check out Ann Summers’ latest collection here

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